Investigating the Factors Influencing the Intention to Book a Hotel Online—the Moderating Role of Pricing: A Systematic Review of the Literature and Development of the Conceptual Model

Abstract

The use of digital media has turned out to be a privilege while booking hotels in the hotel and leisure industry. From a customer’s viewpoint, web-based portals offer instantaneous access to information. Customers can make continual price comparisons based on their inclination and anticipated value through the discounts provided in real-time, bringing together the various rates, service facilities, and prices. The pricing of hotel rooms is a pivotal factor influencing consumer behaviour in hotel booking decisions. This paper explores factors like consumer ratings, brand image, supply or availability of room location and events affecting booking decisions and the mediating effect of price on these factors. This multiplex reciprocity of factors notably influences their conclusive choice of hotel accommodation. By understanding these critical aspects of consumer behaviour with respect to price and its factors, hoteliers can develop effective price strategies to attract guests and steer the competitive travel perspective. The researchers have proposed a conceptual framework at the end of the paper.